Bethenny Frankel (you may remember her from Bravo’s The Real Housewives of New York City) began her ready-to-drink cocktail line, Skinnygirl Cocktails, in 2009. Skinnygirl began with the margarita, and has grown to include three wines, four flavored vodkas, and a pina colada mix. So far.
There’s no question about who their target market is. Aside from the face of the company being a former "real housewife of New York," they’ve decided to call it Skinnygirl, and all of the drinks are marketed as low-calorie.
Skinnygirl recently stepped up their marketing efforts with an interactive television campaign that ran on DirecTV (channel 112) twenty-four hours a day between June 4-10. They teamed up with interactive advertising company Brightline to create an ad where viewers can do things like create an "ultimate Skinnygirl party" – whatever that means.
Low-cal ready-to-drink cocktails must be the new pink. Bacardi recently announced that they will be releasing a new line of low-calorie RTD rum cocktails called Classic Cocktails Light. They’ve even slapped the face of actress Busy Phillips on the brand, which will initially offer pina colada and mojito flavors.
It gets even better. While I really believed these drinks would solely target women, a few weeks ago I read about a new RTD vodka-based cocktail line called REMIX backed by the Jersey Shore’s DJ Pauly D.
REMIX is approaching the ready-to-drink cocktail from two new angles. It’s targeting a broader audience – males and females alike, and it’s being marketed as a pre-game cocktail – something to drink before going out for the night.
The four noteworthy REMIX flavors include:
1). Oye Mojito, which is a reference to Pauly D’s signature catch phrase "Oye Mojito"
2). Yeah Yumberry, a play on Pauly’s favorite "Yeah Buddy" tag line
3). Strawberry Holla-peno, which references Pauly’s frequent use of the phrase "Holla"
4). Starfruit, which is most likely a not-so-humble reference to his own star-studded identity